Published Sunday, 18 November, 2007 at 12:00 AM
Minister for Tourism, Regional Development and Industry
The Honourable Desley Boyle
A new wave of tourists: “Happy Boomers” and “Liberated Boomers”
The tourists known as ‘grey nomads’, the 50-pluses who travel extensively in their own vehicles, have been the backbone of Queensland’s successful Drive Market.
“However, one of the problems is that travellers middle-aged and older have tended to be all lumped in together under that one label - ‘grey nomads’”, says Tourism Minister Desley Boyle.
“We are realising that they can’t all be pigeon-holed together.
“There is a new wave of tourists on the way – the so called “Happy Boomers” and “Liberated Boomers”
Tourism Queensland has commissioned research on these “baby boomers” and their travel desires to keep on top of market trends, particularly when it comes to drive holidays.
The Drive Market is worth over $4.4 billion to the Queensland economy and accounts for over 70% of all overnight leisure travel by private or rented vehicle.
“The 50 pluses are an extremely important section of any tourism market.
“According to marketing company Senioragency Australia, interest in new places to holiday peaks between the years 55 to 65. The over 55s alone control 39% of Australia’s wealth. There are more than 6 million Australians aged 50-plus and they buy 80% of all top of the range cars and 35% of total travel.
“This company divides the fifty-pluses into:
• Happy Boomers (age 50–60)
• Liberated Boomers (age 60-75)
• Peaceful (age 75-85)
• Elderly (age 85+)
According to Senioragency, Happy Boomers have less worries and indulge in luxury, comfort, and top brands … in cars, in food, in home equipment and in clothing.
Liberated Boomers are mostly retired and their “new life” is starting. They are wise and have plenty of time. Freedom is important … free from their job and stress. They have experienced loss of either a partner or a friend and so have a ‘now or never’ attitude.
The “Peacefuls” are similar to the “liberated” but 10 years older. The “Elderlies” are less well known. However, they are fitter and more active than ever before and this is the first time in history so many people are reaching this age.
Ms Boyle said: “It’s important we now do some research. We need to understand our magnificent baby boomers and what they’re looking for in a holiday experience so we can meet their expectations and continue to build tourism in Queensland.”
Ends
Media contact: 3224 2004
18 November 2007
“However, one of the problems is that travellers middle-aged and older have tended to be all lumped in together under that one label - ‘grey nomads’”, says Tourism Minister Desley Boyle.
“We are realising that they can’t all be pigeon-holed together.
“There is a new wave of tourists on the way – the so called “Happy Boomers” and “Liberated Boomers”
Tourism Queensland has commissioned research on these “baby boomers” and their travel desires to keep on top of market trends, particularly when it comes to drive holidays.
The Drive Market is worth over $4.4 billion to the Queensland economy and accounts for over 70% of all overnight leisure travel by private or rented vehicle.
“The 50 pluses are an extremely important section of any tourism market.
“According to marketing company Senioragency Australia, interest in new places to holiday peaks between the years 55 to 65. The over 55s alone control 39% of Australia’s wealth. There are more than 6 million Australians aged 50-plus and they buy 80% of all top of the range cars and 35% of total travel.
“This company divides the fifty-pluses into:
• Happy Boomers (age 50–60)
• Liberated Boomers (age 60-75)
• Peaceful (age 75-85)
• Elderly (age 85+)
According to Senioragency, Happy Boomers have less worries and indulge in luxury, comfort, and top brands … in cars, in food, in home equipment and in clothing.
Liberated Boomers are mostly retired and their “new life” is starting. They are wise and have plenty of time. Freedom is important … free from their job and stress. They have experienced loss of either a partner or a friend and so have a ‘now or never’ attitude.
The “Peacefuls” are similar to the “liberated” but 10 years older. The “Elderlies” are less well known. However, they are fitter and more active than ever before and this is the first time in history so many people are reaching this age.
Ms Boyle said: “It’s important we now do some research. We need to understand our magnificent baby boomers and what they’re looking for in a holiday experience so we can meet their expectations and continue to build tourism in Queensland.”
Ends
Media contact: 3224 2004
18 November 2007